Carrefour

UX Strategy and Future Vision (2012)

      Video synthetising the future Customer Experience Vision for Carrefour


Context

Carrefour asked Publicis Modem and a few other agencies to pitch for improving their digital ecosystem over the next 3 years. A large budget was at stake (15 Million Euro), we had three weeks to craft a future user experience vision for Carrefour.


Discovery phase
Key problems and opportunities for improvement

1. Fragmentation

The existing Carrefour ecosystem was very fragmented, there were over 25 user accounts and logins across different e-commerce platforms and services. To complicate things further, Desktop and Mobile platforms lived in separate silos.



2. Impersonal

Customer panels indicated customers perceived Carrefour as a monolithic, gigantic, impersonal organisation.

 

3. Dormant data

Carrefour collected a lot of information about customer's shopping habits via their fidelity programme but wasn't doing anything with the data other than issuing discount vouchers.

 

4. Declining loyalty

Customers are fickle. Online shopping has flattened differences between distribution brands, customer loyalty is declining. People buy wherever is cheaper and most convenient.

 

UX Strategy

 

1. Become the default choice

Be the first brand on customer's mind when they decide to go shopping. Create tools to simplify the shopping experience beyond what competitors are offering. Be physically present and available when customers plan their shopping, eg. when creating a shopping list at home. Become indispensable.

 

2. Seamless cross-channel experience

A single sign-on system giving access to every Carrefour e-commerce brand and service on Desktop/Tablet/Mobile/In-store/... so users can continue their tasks where they left off regardless of channel.

 

3. Make it personal

The system should learn user's preferences and provide deeply pertinent, personalised content and services. Learn from user habits and anticipate user needs.

 

4. Make it local

French consumers care deeply about the regions they live in and identify strongly with local products and culture. Improve brand perception by providing local content that is relevant to them.


User Scenarios

Start thinking about the full customer experience, not just what happens on digital channels but the complete process from the moment users start planning their shopping to the moment they consume the purchased items. Brainstorm ideas to improve the journey, aligned with the UX Strategy. Then write stories from the user's point of view illustrating the key concepts and how the UX Strategy addresses both business goals and user needs.

1. Map the customer experience view pdf


2. Brainstorm


 

3. User Scenarios


Drafting and prototyping design elements to illustrate the user scenarios

Shopping list application

We wanted to be present when people make their shopping decisions, in the kitchen. We imagined a connected device that would let people update their shopping list quickly by either scanning products or entering them manually. The physical form was secondary at this point. Naturally, the shopping list application would be accessible across all devices.

 

Sketching the UI to explore alternatives

Increase fidelity as the solution becomes more defined

... just enough detail to illustrate the concept and the user scenarios in a believable manner, there was no point in solving detailed interaction design issues at this stage...

UI Design

 

 

Personalised home page, account space with personal saving tracker, goals, and other advanced features



 

Product Catalogue mixes content tailored to user habits with personalised offers and products. Content is also tailored to match user's location.

 

 

A high fidelity prototype for the catalogue was developed and presented on a large tablet for the pitch. Users could pan the catalogue horizontally and scroll sections vertically.



Bringing it all together

Telling the story of how the UX Vision answers both user's needs and business goals



The pitch

We won the pitch! There was other material not illustrated here, such as marketing campaigns and data processing for personalising content, but the UX vision made the strategy tangible and was a determining factor for Publicis winning the pitch.


As Director of Information Architecture I became part of this team, and spent the next year delivering a number of projects, helped by different UX freelancers I brought in. Publicis had to put together a team of 40 people to start producing the vision and a new agency dedicated to Carrefour was eventually formed one and a half years later, Publicis K4.



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